A Marketing Mix
5.4K views | +0 today
Follow
A Marketing Mix
Adventures in advertising and marketing - the contemporary, the historical, and the hysterical. http://deanna.dahlsad.com/
Curated by Deanna Dahlsad
Your new post is loading...
Rescooped by Deanna Dahlsad from Consumption Junction
Scoop.it!

Retail therapy: How Ernest Dichter, an acolyte of Sigmund Freud, revolutionised marketing

Retail therapy: How Ernest Dichter, an acolyte of Sigmund Freud, revolutionised marketing | A Marketing Mix | Scoop.it
“You would be amazed to find how often we mislead ourselves, regardless of how smart we think we are, when we attempt to explain why we are behaving the way we do,” Dichter observed in 1960, in his book “The Strategy of Desire”. He held that marketplace decisions are driven by emotions and subconscious whims and fears, and often have little to do with the product itself. Trained as a psychoanalyst, Dichter saw human motivation as an “iceberg”, with two-thirds hidden from view, even to the decision-maker. “What people actually spend their money on in most instances are psychological differences, illusory brand images,” he explained.

At a time when national companies were aggressively jockeying for position among Americans—a suddenly cash-happy and acquisitive bunch—Dichter promised a way to influence consumers' brains. If shopping was an emotional minefield, then strategic marketing could be a gold mine for companies.

Between the late 1930s and 1960s Dichter became famous for transforming the fates of businesses such as Procter & Gamble, Exxon, Chrysler, General Mills and DuPont. His insight changed the way hundreds of products were sold, from cars to cake mix. He pioneered research techniques such as the focus group, understood the power of word-of-mouth persuasion and earned startling fees for his theories. By the late 1950s his global business reached an annual turnover of $1m ($8m today), and he enjoyed a reputation as the Freud of the supermarket age.
more...
No comment yet.
Rescooped by Deanna Dahlsad from Consumption Junction
Scoop.it!

5 Tips for Writing Stellar Product Descriptions | The Etsy Blog

5 Tips for Writing Stellar Product Descriptions | The Etsy Blog | A Marketing Mix | Scoop.it
Crafting item descriptions can feel like an art form in itself. Learn how to create listings that entice buyers and reflect your shop's unique style.
more...
No comment yet.
Rescooped by Deanna Dahlsad from Readin', 'Ritin', and (Publishing) 'Rithmetic
Scoop.it!

How Netflix Is Changing Content Curation - ScentTrail Marketing

How Netflix Is Changing Content Curation - ScentTrail Marketing | A Marketing Mix | Scoop.it
Netflix & Amazon know something most new to web merchants miss; Information creates online scale becoming the gold at the end of a means rainbow.

Via Martin (Marty) Smith, Deanna Dahlsad
Deanna Dahlsad's insight:

@Martin (Marty) Smith says, "Amazon will make more money from their cloud services than from book sales soon. Why? Because online scale presents ways to monetize one could only imaging at the beginning of the journey. Netflix's genius use of review curation shows, once again, the value of online scale and of thinking like an Internet marketer instead of print or brick and mortar based retailer....at least online."

more...
Martin (Marty) Smith's curator insight, December 28, 2013 1:55 PM

Netflix and Amazon understand something most "new to web" catalog merchants don't - information is both means and ends. Online scale depends on information more than money. 

This post is about how Netflix uses their reviews-based User Generated Content engine to disrupt online retailing. Where that disruption will end who knows? The advantage of online scale is, once built, you can point a scaled and increasingly intelligent system at any business vertical and win. 

Amazon will make more money from their cloud services than from book sales soon. Why? Because online scale presents ways to monetize one could only imaging at the beginning of the journey. Netflix's genius use of review curation shows, once again, the value of online scale and of thinking like an Internet marketer instead of print or brick and mortar based retailer....at least online.  

Deanna Dahlsad's curator insight, December 28, 2013 4:45 PM

@Martin (Marty) Smith says,"Amazon will make more money from their cloud services than from book sales soon. Why? Because online scale presents ways to monetize one could only imaging at the beginning of the journey. Netflix's genius use of review curation shows, once again, the value of online scale and of thinking like an Internet marketer instead of print or brick and mortar based retailer....at least online."

Scooped by Deanna Dahlsad
Scoop.it!

Top 500 U.S. E-Retailers - How social is Amazon? - Internet Retailer

Top 500 U.S. E-Retailers - How social is Amazon? - Internet Retailer | A Marketing Mix | Scoop.it
Internet Retailer - E-Retailers/Top 500 U.S. E-Retailers - How social is Amazon?
Deanna Dahlsad's insight:

This drives home a point: if you aren't a personality, but are still a large enough platform, Social Media isn't like what most folks describe or advise social media to be.

more...
No comment yet.
Rescooped by Deanna Dahlsad from digital marketing strategy
Scoop.it!

How Online Retailers Could Use Scoop.it To Disrupt & Win In 2014

How Online Retailers Could Use Scoop.it To Disrupt & Win In 2014 | A Marketing Mix | Scoop.it

Content or Conversion
Ecommerce (B2C) merchants are narrowing the "content marketing" gap with their B2B cousins, but the old left/right brain problem remains. Ecommerce requires a strange synergy between right brain creativity (design, merchandising, visualization) and left-brain science (analytics, metrics, KPIs).  

If you asked me the greatest challenge from my 7 year Ecommerce Director tenure it would be finding ways to win on both sides of the content - conversion Rubicon. 

When we thought we had the content dial just right it would tank our conversion metrics. Each time we thought we had conversion set up perfect our "content" metrics like pages viewed, time on site and bounce rates would disintegrate. 

Finding the tiny balance beam between CONTENT's heuristic benefits (more time on site, better engagement, more Lifetime Value, better quality User Generated Content and more of it) and conversion's MONEY was hellish. 

Scoop.it To The Rescue
If you run a multi-million dollars ecommerce website and aren't using Scoop.it you’re nuts. There is NO faster content feedback tool than Scoop.it (period, full stop). 

Here are ways I would be using this magic wand of a tool if I was still responsible for more than $6M in online sales yearly:

* Test contest and game ideas. 
* Test Q&A content (most shared WINS a page). 
* Find and empower brand advocates (buzz team).

* Watch competitors like a HAWK (with keyword tool).

* Watch my key brands like a HAWK (also with keyword tool). 
* Ask for help (amazing talent in Scoop.it community). 
* Reward previous helpers with Scoop.it profiles and long thank you notes). 
* Copy Scoop.it's brilliant soft gamification and leader boards.

* Crack the API and find ways to build curation as a "channel" with a P&L, a budget and distinct goals. 
* Partner with the Scoop.it team to find common points and tap their community for "testing before you test" ideas.

* Look to create an uncapped incentive plan with Scoop.it team to weigh, measure and value traffic and conversions from the channel and PAY THEM a % of the action they create. 

This last bullet is worth MILLIONS . Instead of simply thinking about the very cool curation tool I would set up "content curation" as a marketing channel with a budget. Next I would call Guillaume and Marc and ask to meet in SF. 

At that meeting I would pitch a mutually beneficial partnership. Instead of approaching the partnership in a static way I would pitch the Scoop.it team on a more flexible and uncapped arrangement. If the "commons" we create together produced millions projected then Scoop.it gets a sizable "affiliate-like" commission. 

If I were running LLBean.com, Target.com or especially B&N.com I would be all over Scoop.it in 2014. RedEnvelope.com is an even better example. When I created FoundObjects.com in the late 1990s (now gone sadly) RedEnvelope was the cool kid on the block. 

Now RedEnvelope.com is being destroyed.

 

They can't compete against the User Generated Content of Estsy.com or the scale of Amazon. They are in the middle where NO ONE SURVIVES.

 

Crack the top of that website and reinvent it with the help of a cool tool like Scoop.it or RedEnvelope.com will reach the point of diminishing return where every order costs more to ship than it makes (ouch). 

If you are developing your ecommerce plan for 2014 and you aren't thinking about Scoop.it LOOK OUT.  

 


Via Martin (Marty) Smith, malek
Deanna Dahlsad's insight:

Preaching to the choir here, of course ;)

more...
malek's curator insight, December 7, 2013 5:14 PM

An eye opener on striking the balance between content and conversion.. The "How-to" list is worth multiple visits.

Scooped by Deanna Dahlsad
Scoop.it!

4 Tips to Get Your Content Ready For Black Friday

4 Tips to Get Your Content Ready For Black Friday | A Marketing Mix | Scoop.it
Holiday season shopping officially kicks off this week with Black Friday and Cyber Monday. Historically  around...
Deanna Dahlsad's insight:

The best thing about this night-before-the-holiday article is that it is short. That should have been on the list. Because during the holiday season we don't have the same amount of time to read. This time of year,  I always advise shorter posts, published with greater frequency, for my clients who are pushing holiday merch. Shorter posts have a better chance of getting read -- so long as they get to the point quickly. And more frequent posts means that your great content doesn't get buried at the bottom of timelines and readers.


Other comments:


I disagree with the first point as a "never"; your approach depends entirely on your product/service, your audience, and the platform you are using.


Points 2 & 3 are ships that already sailed for this season.


The statement about the 36% of U.S. consumers say  is a bit misleading... Even when you read the Adobe Digital Index article (under the "With social, it’s all about the pur­chas­ing journey" heading)  it's far more complicated than that; see points 2 & 3.

more...
No comment yet.
Rescooped by Deanna Dahlsad from Consumption Junction
Scoop.it!

Sign up for Free Shop Small marketing materials - American Express OPEN

Sign up for Free Shop Small marketing materials - American Express OPEN | A Marketing Mix | Scoop.it

Give customers a reason to Shop Small® with you on Nov 30. The information you enter below will be used to personalize all of your marketing materials for Small Business Saturday®.


Sign up to get Small Business Saturday marketing materials to help your business stand out.

more...
Deanna Dahlsad's curator insight, November 6, 2013 11:28 PM

You can get 2 free printed posters from FedEx with this offer!

Rescooped by Deanna Dahlsad from You Call It Obsession & Obscure; I Call It Research & Important
Scoop.it!

Blogging Death Knells Are Premature & Passe

Blogging Death Knells Are Premature & Passe | A Marketing Mix | Scoop.it
This sort of “blogging is dead, especially for business” thinking as shared in Beyond Blogging: 13 Content Marketing Opportunities for Ecommerce by Linda Bustos drives me nuts: Remember when business...
more...
Deanna Dahlsad's comment, July 12, 2013 4:31 PM
Thanks for sharing :)
Gracie Passette's curator insight, July 12, 2013 8:08 PM

Blogs are not dead, despite what you've heard. And this is great news for those working in the adult industry who are blocked from using Facebook and other giant sites. Click the links in the article for detailed info.

 

MartinSocially's curator insight, July 29, 2013 4:05 PM

The concept of individuals creating their own content will endure, platforms may come and go but the essence of origianal content is fundamental to the future of the internet and society as a whole.

Rescooped by Deanna Dahlsad from Consumption Junction
Scoop.it!

An Autopsy of a Dead Social Network | MIT Technology Review

An Autopsy of a Dead Social Network | MIT Technology Review | A Marketing Mix | Scoop.it
Following the collapse of the social network Friendster, computer scientists have carried out a digital autopsy to find out what went wrong.

Via Jordan Sanders, Deanna Dahlsad
more...
Jordan Sanders's curator insight, February 28, 2013 10:53 PM

An interesting read - explains the reasoning behind a social networks collapse - using the case study of Friendster and its decline. #cmgr #cmgrchat

Deanna Dahlsad's curator insight, March 1, 2013 8:00 AM

What I find most interesting about this is the fact that the issued noted are exactly the same for real world businesses, including retail; however, the data is easier to obtain in the digital world, as opposed to ethographic research.

Curated by Deanna Dahlsad
An opinionated woman obsessed with objects, entertained by ephemera, intrigued by researching, fascinated by culture & addicted to writing. The wind says my name; doesn't put an @ in front of it, so maybe you don't notice. http://www.kitsch-slapped.com
Other Topics
A Marketing Mix
Adventures in advertising and marketing - the contemporary, the historical, and the hysterical. http://deanna.dahlsad.com/
Antiques & Vintage Collectibles
Collecting old things; heirlooms and new to you things! Companion to http://www.inherited-values.com/
Colorful Prism Of Racism
Racism past and present. Companion to http://www.kitsch-slapped.com/category/colorful-prism-of-racism/
Consumption Junction
Consumerism meets marketing; who & what manipulates the free market of goods & services. See also: http://www.kitsch-slapped.com/category/ze-big-mouth-promotions-stuff/
Crimes Against Humanity
From lone gunmen on hills to mass movements. Depressing as hell, really.
Cultural History
The roots of culture; history and pre-history.
Dare To Be A Feminist
I do. http://www.kitsch-slapped.com/category/hey-sister-can-you-spare-some-social-change/
For Art's Sake-1
Art, crafts, and the people who make them. To inspire and purchase. Companion to http://www.ululating-undulating-ungulate.com/
Herstory
History as this woman sees it. The serious, the kitsch, the opinionated. Companion to http://www.kitsch-slapped.com/
In The Name Of God
Mainly acts done in the name of religion, but also discussions of atheism, faith, & spirituality.
Kinsanity
Let's just say I have reasons to learn more about mental health, special needs children, psychology, and the like.
Kitsch
Mostly vintage and retro "badness" but you can decide how delicious it is. http://www.kitschy-kitschy-coo.com/blog/
Nerdy Needs
The stuff of nerdy, geeky, dreams.
Readin', 'Ritin', and (Publishing) 'Rithmetic
The meaning behind the math of the bottom line in publishing and the media. For writers, publishers, and bloggers (which are a combination of the two).
Sex Positive
Sexuality as a human right.
Vintage Living Today For A Future Tomorrow
It's as easy to romanticize the past as it is to demonize it; instead, let's learn from it. More than living simply, more than living 'green', thrifty grandmas knew the importance of the 'economics' in Home Economics. The history of home ec, lessons in thrift, practical tips and ideas from the past focused on sustainability for families and out planet. Companion to http://www.thingsyourgrandmotherknew.com/
Visiting The Past
Travel based on grande ideas, locations, and persons of the past.
Walking On Sunshine
Stuff that makes me smile.
You Call It Obsession & Obscure; I Call It Research & Important
Links to (many of) my columns and articles.